"Cruise ship passengers are lining up for "authentic, sustainable onshore experiences", such as beach clean-ups and tree planting, but New Zealand cruise destinations have yet to cash in on the demand.

Passengers have become more environmentally minded, and so have their favourite onshore activities, industry magnates said at the Cruise Association's annual conference in Blenheim on Friday.

Princess Cruises marketing manager Chloe Jones said passengers wanted to experience nature, and cared about the environmental impact of their holiday."